Pengaruh Harga dan Gaya Hidup terhadap Keputusan Pembelian Iphone Second

This analysis focuses on assessing how price and lifestyle affect consumer decisions related to acquiring used iPhones in Tangerang City, employing a quantitative strategy through a survey with 97 participants selected by purposive sampling. Data were collected via surveys and examined using multiple linear regression, t-tests, F-tests, and the coefficient of determination. This results indicate that price and lifestyle have a positive impact on purchase decisions. The coefficient of determination of 9.5% indicates that both variables explain the variation in purchase decisions, while the remainder is influenced by other factors. As a result, it is evident that price holds a positive and marginally significant effect, while lifestyle has a positive but insignificant impact on purchase decisions. These findings indicate that price and lifestyle factors still need to be considered in influencing consumers to purchase second-hand iPhones.